Smart versioning sales presentation

© 2011 MediaMind | A division of DG | All rights reserved

Successful case reviews

Joey Chee | Client Services Director

20 April 2012

Using Dynamic Creative


Constant Innovation

2011

Cross Channel AnalyticsVisual Analytics

HTML 5Cross-Channel Tracking

World Class Rich Media

Provider

2004

Launched ACM

Campaign Management v1

2007

Launched MediaMind

PlatformBuilt for agencies

2009

MediaMind v2Smart VersioningSmart Planning Smart Trading

2010

2011

2012

Video & More DataDG Integrations

Adding Channel Dataand more…

© 2010 MediaMind Technologies Inc. | All rights reserved

Designed for ‘push’ media, not interactive media

People eventually get tired of even the best creative

Huge wastage - a large proportion will reach irrelevant audiences

Mass Messaging – Relevant To Digital ?


Marketing Suite

MediaMind Blocks

MediaMind Workshop

MediaMind Analytics

Channel Connect

Smart Trading Smart Planning

DeveloperTools

Tracking& Analytics

DemandSide

Platform

AdServing

Planning& Buying

Smart Versioning

DynamicCreative

Rich Media

Standard Serving

In-stream Video

MediaMind Mobile


Smart Versioning

DynamicCreative


Better Targeting

Actionable Results

Consumer insig

hts

Lower Pric

es

More Transparency

New Creative Formats

Cross-Channel R

eporting

Other

Source: Forrester Consulting, "Marketers Crave Solutions That Provide Richer Performance And Audience Insights" commissioned by Adometry, June 15, 2011

Items to Overcome to Increase Digital Spend

55%

47%

43%

34%29%

25%24% 1%


Forrester Research found“Better Targeting”

was the main driver to increase digital spend

Better Targeting


Smart Versioning

▸ To site visits ▸ To ad engagement▸ To ad exposure

Retargeting

▸ By click/conversion▸ By engagement▸ By geo-location▸ By demographics▸ By publisher keyword

Optimization

▸ To geo-location▸ To publisher keyword▸ To demographics

Targeting

Creative Production Tools



RetargetingCase Study #1:


General Retargeting

▸ General retargeting yields slightly above average CTR

General Retargeting Ad

General Retargeting Ad


Smarter Retargeting Yields Record CTR

0.08%

1.5% RECORD CTRINCREASE!


Before Smart Versioning w/ Smart Versioning


TargetingCase Study #2:


General Targeting

► Campaign Objectives:► Raise awareness new

fuel-efficient model

► Illustrate point A to point B, without re-fueling

► Challenges:► Use generic product

messaging

► Develop unique assets for each market pair

Generic Product Messaging


Kiel - InnsbruckAachen - MarseilleFrankfurt - Marseille

▸ Using Smart Versioning, copy/images were dynamically updated, via an IP lookup, to include user’s current location.

▸ Geo-targeted banners promoted driving to their "sister metropolitan" area without having tore-fuel

▸ Dwell time went through the roof jumping 27.4% over benchmarks at a lower production cost

Avg. Dwell Time (sec.)


Geo-Targeting Increased KPIs by up to 69%

Avg. Dwell Rate

27.4% 69%

Benchmark* S.V. Benchmark* S.V.

*Global European Auto Benchmarks Smart Versioning


Dynamic Versioning

▸ Local store information and contacts▸ Local weather▸ Local products▸ Local store promotion▸ Local coupon


End of the Funnel

Targeted FrequencyNew Customer, Rich Experience

Create DesireDrive Conversion

Consumer Purchase Cycle

Post Conversion Offer

Upgrade to Business Class for Extra Room Leg


OptimizationCase Study #3:


Case Study: Tourism Australia

▸ Bullet text – keep to single lineThis is a slide, not an article

▸ Not too many texts-only slidesThe less heavy text, the better

▸ Be conservative with sub-bulletsSub bullets not a must; one sub-level max

Campaign Details & Objectives

Client: Tourism Australia

Campaign: ‘There’s nothing like Australia’NZ Launch

MediaMind Product Used: Smart Versioning

Creative Agency: Tribal DDB NZ

Media Agency: Carat NZ

Campaign Objectives:

► Engage New Zealanders online, sharingwith them Australians’ favorite experiences

► Kiwi’s were invited to visit Nothinglikeaustralia.com where they could interact in over 29,000 unique experiences


Case Study: Optimization

Weeks 1 – 2All Creative Running Week 3 Week 4 Week 5

▸ Tourism Australia utilized six unique banners highlighting different vacation activities:

Week 690% Rotation

10% Rotation

90% Rotation

10% Rotation

90% Rotation

10% Rotation

90% Rotation

10% Rotation

Regular Campaign Campaign w/ Smart Versioning

0.15%

0.82%

447%IMPROVEMENT IN CTR



Previous Exposure (to Site, Ad, or

Video)

Age

Geography

Income

Language

Interest Category (Sports, Finance, Etc)

Conversion Rate

Engagement Rate

Click Rate

▸ Examples:

▸ Target Audience Group 1Geo: Kuala Lumpur

Has Clicked on the banner

Success: Conversion Rate

▸ Target Audience Group 2Geo: Penang

Has dwelled with the banner

Success: Engagement Rate

Smarter Optimization

Target Audience

Group

Version 1

Version …10000

Version 2

Version 3

Version 4

Version 5…

Version 1

Version …10000

Version 2

Version 3

Version 4

Version 5…

Optimizes to best performing version per ‘Target Audience Group’ for a single placement or across

multiple placements


Geo-Optimization

Optimize to best performing products, offers or ad versions PER geo-location


Retargeting Optimization

1. Audience visits site 2. Plays game

3. Optimize between best performing retargeted message

Version #1: Play Again

Version #2 : View Video

Version #3 : Cross-Sell


Setting Up Your Campaign

© 2011 MediaMind | A Division of DG | All rights reserved

4 Steps to Creating SV Campaigns

Step 2: Define Audience

▸ Creative- Geo

- Keyword/Demo

- Retargeting

▸ Media- By Placement

Step 1: Define Master Ad

Step 4:Set Optimization/Rotation

▸ Rotation

▸ Optimization

Step 3:Define Method of Version Creation

▸ Manual Process

▸ Excel Upload

▸ Data Feed


Setting Up Smart Versioning Basic

Yahoo - RON Delivery group(s) are attached to

placements from media plan

Ad CopyOffer A

KL

Ad CopyOffer APenang

Ad Copy DefaultAd Versions are

automatically created for all

scenarios

Delivery Group #1

Frequency

Rotation Target AudienceServing Logic

Limit 3

Even1. Geo- KL

2. Dropped Off (D)

Smart ItemsText Offer/Product

ImageMaster Ad

Delivery Group #2

Frequency

Rotation Target AudienceServing Logic

Limit 3

Even1. Geo- Penang

2. Dropped Off (D)

Smart ItemsText Offer/Product

ImageMaster Ad

Ad CopyOffer BD/ KL

Ad CopyOffer B

D/ Penang

Create delivery

group for each target audience on

plan


▸ Smart Versioning enables advertisers to build ads that are completely integrated & dynamic, giving you the power to update a campaign in a few clicks.

Smart Versioning


Advanced Features

▸ Make mass changes to banner variations via excel and bulk upload for automatic application to campaign

In order to effectively target or optimize a campaign, you needthe ability to definemany versions and

their attributes…quickly

▸ Enables xml data feed to update and dictate the ad content

▸ Update product / offersbased on what’s “hot” one-commerce sites


Mass Versioning Master Ad

Setting Up Advanced Features

Yahoo - RON Delivery group(s) are attached to

placements

Ad Copy Product 1

Ad Copy Product 2

Versions are created for each

target group per product or

offer for optimization

KL

Ad Copy Product 3

Ad Copy Product 1

Ad Copy Product 2

Penang

Ad Copy Product 3

Ad Copy Product 1

Ad Copy Product 2

East M’sia

Ad Copy Product 3

Ad Copy Product 1

Ad Copy Product 2

Johor

Ad Copy Product 3

Rotation Target Audience1. Geo- KL/ Penang/etc.

2. Retargeting

Smart ItemsText, images,

products, etc.

URLswww.clickme1.comwww.clickme2.com

Optimization, Weighted/etc.

Delivery Group Frequency Default Ad

A single mass versioning ad is

attached to delivery group

All ad settings are handled in excel or .xml, this is set-up in mass versioning master ad


Update SV Using Excel



ANALYICS


Audience Segmentation

▸ By Products

▸ By Users Preference / InterestAutoDiningEntertainmentGadgetHealthcareLifestyleTravel…

▸ By Locations



Examples…

Tagging 1•Business

• Citibusiness•Rewards

• Citibank Platinum• Citibank Gold• Citibank Clear• Citibank Choice

• Cash Rebates• Cash Back Platinum• Shell – Citibank • Giant – Citibank

• Travel• Premier Miles• AirAsia - Citibank

Tagging 2•Business

• Rewards• Travel

•Rewards• Auto• Dining• Entertainment• Healthcare• Shopping

• Cash Rebates•Dining• Gift• Lifestyle• Shopping

• Travel•Sports• Travel

Target Audience•Business

•Citibusiness Users + Interested in Rewards•Citibusiness Users + Interested in Travel

•Rewards•Rewards Card Users + Interested in Auto•Rewards Card Users + Interested in Dining•Rewards Card Users + Interested in Entertainment•Rewards Card Users + Interested in Healthcare•Rewards Card Users + Interested in Shopping

•Cash Rebates•Cash Back Card Users + Interested in Dining•Cash Back Card Users + Interested in Gift•Cash Back Card Users + Interested in Lifestyle•Cash Back Card Users + Interested in Shopping

•Travel •Travel Card Users + Interested in Sports•Travel Card Users + Interested in Travel


Audience Summary


Product Summary


Online Marketing Suite

MediaMind Blocks

MediaMind Workshop

MediaMind Analytics

Channel Connect

Smart Trading Smart Planning Smart Versioning

DeveloperTools

Tracking& Analytics

DemandSide

Platform

AdServing

Planning& Buying

DynamicCreative

Rich Media

Standard Serving

In-stream Video

MediaMind Mobile


Q&A



Thank You!

Smart versioning sales presentation

Technology

mediamind division

mediamind technologies

case study

smarter retargeting

ad exposure

ad engagement

geotargeted banners

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